In its ongoing efforts to refine and detail its Amazon Prime Day research results, Numerator tracked purchase data and surveyed verified buyers to determine that 2023 Prime Day outpaced past years in household penetration, at 36%, orders per household, at 3.1, spend per household, at $180.82, and order size, at 1.9 units.
In contrast, compared to the event a year ago, Prime Day 2023 saw lower spend in order size, at $58.41 versus $60.73, and lower spend per unit, at $31.27 versus $32.71.
As consumers approached the event, 73% of Prime Day orders consisted of one item, 19% of two items, and 8% of 3 or more items.
According to Numerator, top Prime Day categories consumers purchased included Health & Beauty, at 37%, Home & Garden, at 34%, Electronics, at 26%, Apparel, at 19%, and Grocery, at 14%. Health & Beauty segments that enjoyed significant growth this Prime Day include skin care, hair care, makeup, vitamins and supplements, and health and beauty tools. Amazon captured two-fifths of consumer spending on July 11 and 12, the market researcher noted, higher than any past Prime Day. In dollar terms, shoppers spent almost a quarter of their Prime Day dollars on electronics, a fifth on home and garden products and a seventh on health & beauty items.
In other research results, Numerator stated:
- 73% of households placed two or more orders during the 48-hour Prime Day promotion, and 25% placed five or more orders.
- 10% of Prime Day shoppers spent more than $500.
- 64% of Prime Day shoppers were extremely or very satisfied with this year’s deals.
- 82% of Prime Day shoppers had an idea of what they wanted to purchase going into Prime Day.
- 53% purchased something they’d been waiting to buy on sale and 32% shopped for the same items they typically buy on Amazon.
